18 Graph 5.1-2 Change of Product Mix
2007
2012
Womenswear Accessorises
61%
Beauty
20%
56%
2%
8%
Menswear
17%
16% 20%
: 100 Business Case Study, 2008; Helixia, 2012 Source branded items only at ASOS and specifically for its target consumers, such as Markus Lupfer for ASOS Black, Marios Schwab Lingerie, and Puma for ASOS Black Menswear. Furthermore, the Asos aims to provide the best fashion edit, which have been embodied through some of the distinctive assortment of products, for example, a range of new fashion trends, special events, the daily edit, and more.
Asos adopts mainly differentiated strategies within three types of segmentation strategies (undifferentiated strategy, differentiated strategy, and concentrated strategy) so as to narrow down its target markets into sub-sets. For example, the company stocks maternity, petite, and plus size collections targeted at particular groups. Apart from selling Asos label products and other designers, Asos collaborates with many designers to offer exclusive